Written Content

A. Web copy, articles and bylines, Q&A’s, blog posts, social media copy, press releases, to name just a few. In more advanced cases, written content can also include scripts for videos or closed captioning for video and audio.

A. Placing written content gives you an additional audience, while putting you on display as the expert in your field. Think about an article placed in an established publication, suddenly your audience has expanded to their audience. In turn, you can use that content to share on your own social media pages to increase your brand visibility there.

A. Written content should reflect what’s going on in your field, or in the news of the day. For example, no one is talking about income taxes in November, but they are in the Spring. It’s important to use data to backup your content as well. In most cases, the way content is written should be adjusted to fit the publication and the intended audience. The format should also be easy to follow and avoid jargon in most cases.

A. Word count will vary on the type of written content, but also the placement or publication for that content. For example, web copy is best when short and concise, but informative, while blog posts should be short, but more casually written, and an article can vary from 600 words to 2,000 depending on the publication.

A. Yes, as you define your PR campaign’s goals and objectives, you should discuss how many placements you’re looking for per month or per quarter, and any other written content to have an understanding of the number and the deadlines you expect (but also what is reasonable for an agency to complete).

A. You can maximize the results of your written content by supplementing it with multimedia content – photos, infographics, videos, visual content keeps an audience engaged longer even when paired with digital and written content. You can repurpose content to be shared on different platforms in different ways, like using written content as a script for a video, or in a podcast. That can all in turn be shared on social media. But for just written content, you can utilize search engine optimization (SEO), using keywords to trigger search engines and appear higher on search engines.

A. For publishing new content, that will depend on your PR campaign objectives. You should develop that content in a content calendar with your agency. Some parameters include how much written content your agency can produce and handle, while also producing quality content over quantity.

A. A content calendar created and shared with your PR agency is your best tool. Some agencies utilize different programs for this. For example, we use Notion to set goals, track content and prioritize tasks for our team. But it can be as simple as an excel spreadsheet or Google calendar. For social media, there are various tools that help with scheduling content, like HootSuite or Social News Desk. These type of programs help businesses and organizations schedule out regular content so they don’t have to be logged in and active for every single post. It also allows for cross posting to several social media channels with different chatter or formats.